认知神经科学在神经营销中的应用

The Application of Cognitive Neuroscience in Neuromarketing

认知神经科学的发展提供了大量关于知觉、注意与记忆、情绪、奖赏与决策等基本认知和心理过程的研究。神经营销从消费者的角度,借助于认知神经科学的研究方法和理论对消费者行为进行了更为准确、多样化与个性化的探索。已有的神经营销研究文献使用了功能核磁共振成像技术、脑电图、脑磁图、眼动追踪等生理水平测量技术,主要从商品、品牌、广告、价格、购买行为预测等几个方面,对消费者偏好形成和决策过程以及个体差异进行测量,能够更加精准地解释消费者的行为动机、行为变化规律和影响因素,从而检验营销策略的效率、有效性,为营销领域提供理论和应用上的突破。未来的神经营销研究将在产品设计、价格策略、营销传播、品牌创建与管理以及消费者保护方面具有广泛的应用前景。

The development of cognitive neuroscience has provided a great deal of research on basic cognitive and psycholog-ical processes, such as perception, attention and memory, emotion, reward and decision making, etc. From consumer’s point of view, with the help of research methods and theories of cognitive neuroscience, neuromarketing conducts a more accurate, diverse and personalized research on consumer behaviors. The existent marketing research has used the physiological measurement tech-nology such as fMRI, EEG, MEG,eye tracking, e tc . ,mainly from the perspectives of product, brand, advertising, price and purchase behavior prediction, to measure the formation of consumer preferences, decision-making process and individual differ- ences,which can explain more accurately the consumer behavior motivation,behavior changes and influencing factors. Thereby, the findings can test the efficiency and the effectiveness of marketing strategy, which provides a breakthrough in the theory and application of marketing field. The future research of neuromarketing will have an extensive application prospect in the domains of product design, price strategy, marketing communication, brand building and management as well as consumer protection.